Botox for Chronic Migraines

On Friday, The US Food and Drug Administration (FDA) approved Allergan's product Botox for a new indication - prophylactic prevention of chronic migraine.  Those who suffer from chronic migraine have headaches most days of the month.  It's estimated that more than 3 million Americans suffer from chronic migraines.

Women are three times as likely as men to suffer from chronic migraine.  Additionally, it's estimated that 80% of the sufferers have not received an accurate diagnosis.

I would expect that Allergan will begin a massive direct-to-consumer campaign.  If it follows other direct-to-consumer campaigns, they will likely focus on the appropriate diagnosis of chronic migraine, and direct consumers to a non-Botox branded site, referring them to their physician.  I'd doubt that they will focus on that fact that their treatment involves 31 different injections in 7 different head and neck locations.

I wonder how many of the 3.2 million chronic migraine sufferers have the condition due to self-induced stress related to their wrinkles?  For them, treatment with Botox could be a two-fer...  Dull the headaches AND look years younger!  Come to think of it, that could be an effective campaign as well!  AND Allergan has both indications, so hopefully they wouldn't be facing another $600 million settlement related to their marketing practices...

Or, this could be a huge conspiracy to lure Allergan to market Botox in the way I've suggested, so the feds can charge them again, and get another $600million settlement...  Maybe through a series of settlements companies like Allergan can finance all the administration's spending initiatives...